Registration is open for the fourth annual Mobile Marketing Summit: Holiday Focus 2013 New York conference Thursday, Sept. 12 featuring speakers from General Electric, American Eagle Outfitters, Citi, Gilt Groupe, Time Inc., Ogilvy & Mather, InterContinental Hotels and Cabela’s. This day-long New York event is a must-attend for brands, retailers, ad agencies and publishers looking to map out an effective mobile marketing and commerce strategy tying in with other channels, especially around the holiday season.

At this exclusive summit organized by this publication, attendees will get to listen and meet with key executives moving the needle for mobile marketing and commerce. The conference, whose agenda is below, will be limited to only 200 delegates.

“The sheer growth in smartphone and tablet usage threatens to make mobile the primary consumer channel of choice for searching and shopping,” said Mickey Alam Khan, editor in chief of Mobile Marketer and Mobile Commerce Daily, New York.

“Ineffective or inadequate mobile marketing over the holidays this year will definitely lead to lost opportunities to capture shopper attention and budgets,” he said.

Tapping patterns

“In a way, holiday 2013 will see a decisive shift in power among media and marketing channels, with mobile sites, applications, mobile search, SMS, QR codes, banners and rich media ads, coupons and mobile payment options swaying consumer buying decisions toward those marketers and retailers who have mobile DNA infused throughout the organization.”

Holiday seasoned
The Mobile Marketing Summit is designed to offer senior marketing, retail, publishing and agency delegates clarity on how to proceed with the right mobile strategy that drives traffic not just to online or mobile commerce destinations but also to stores where the bulk of retail transactions still occur.

A deep-dive, the summit is also geared to helping marketers with mobile marketing decisions that continue to build on the customer relationships established in other channels.

Attendees will also get access to the presentations.

The event is priced at $595 for the day, which includes breakfast, lunch and cocktails. Refunds will not be offered 72 hours before the event or for no-shows on the day of the summit.

The Mobile Marketing Summit is part of this publication’s exclusive summit series that also includes Mobile FirstLook and the Mcommerce Summit. A major point of different with these events is their strong editorial spine and deep-dive into topics under discussion.

10 a.m. – 10:45 a.m.Citi: How mobile and tablet banking is rapidly evolving customer relationships
Citi, one of the leading global banks worldwide, has approximately 200 million customer accounts and does business in more than 160 countries and jurisdictions. Ever since it pioneered mobile banking six years ago with the first downloadable application from a major U.S. bank, Citi has been on a mission to be the world’s leading digital bank. Embracing mobile and tablet as critical channels for immediacy and engagement with its millions of customers, it announced earlier this year a global rollout of its acclaimed Citibank for iPad app, starting in Hong Kong, Russia and Australia, and extending to other key markets in Asia-Pacific, Latin America and Europe. Now, Citi is also rolling out an entirely new global mobile banking app, leveraging its scale to bring top-flight user experience design and features to its customers everywhere. This session will address:

 Mobile and tablet banking: two dimensions, immediate control versus perspective
 A behind-the-scenes look at Citi’s global digital mobile and tablet banking program
 The question: Will this be the season when mobile money finally starts to rear its head?
 How personal spend and income connect sensible holiday shopping to mobile

11 a.m. – 11:45 a.m.Ogilvy & Mather: How mobile is molding the shopping environment irreversibly
Ogilvy & Mather has made great strides since it was founded in 1948. On its journey to the top, the agency has helped to build some of the most recognizable names in the world, including American Express, Ford, Sears and Barbie. The ad agency is now not only one of the top ten ad networks in the world, but also the world’s largest digital agency. It has shown remarkable foresight by acquiring many mobile marketing companies during the recent years. This session will address:

 How have customers started to embrace mobile technology
 Differences between customers at the point-of-sale versus away from it
 What are the implications for retailers as well as brands selling through mobile
 The long-term perspective on the shopping environment from a mobile perspective
 What are the success drivers for the upcoming holiday season and beyond

Noon – 12:45 p.m.Time Inc.: How the world’s largest magazine publisher is adapting to mobile
With brands that include Fortune, Sports Illustrated, People, InStyle and Time, Time Inc. is one of the largest media companies in the world. A division of Time Warner, the publishing conglomerate has more than 138 million consumers of its products, upgrading hundreds of thousands of them to online and mobile editions. Though Time Inc. has had its foot in the mobile door from the beginning – Time was the first magazine on the iPad when the tablet launched – now all of the company’s 21 U.S. titles have become tablet editions, and the media brand is recognizing the platform for the game-changer that it is. In this presentation, delegates will learn:

 What it takes to adapt a long-established strategy for the digital age
 Time Inc.’s unique approach to mobile audience data
 What Time Inc. is doing to adapt native experience to the small screen
 How the company is planning to capitalize on mobile during the holiday marketing season

1 p.m. – 1:25 p.m.Lunch KeynoteUrban Airship: How brand leaders mature from responding to mobile booty calls to building real mobile relationships
Mobile plays an increasingly critical role in every stage of the customer lifecycle, but marketers must shift their thinking beyond traditional reach and frequency tactics to sustained interactions and personal relevancy. Mobile advertising, SMS campaigns and mobile Web sites will not be enough this holiday season, as simply being found when customers call upon brands does not drive long-term gratification. In this session, attendees will learn:

 How retailers are redefining the customer relationship through mobile
 What experimental opportunities are on the horizon
 How to move away from one-off interactions to ongoing relationships
 The importance of customer insight, customer-centric utility and streamlined experiences

1:25 p.m. – 1:50 p.m.Lunch KeynoteFiksu: Tapping the hidden power of app marketing for the holidays and year-round
While the holiday rush is no secret, the real value behind mobile applications as drivers of engagement and real revenue is not always completely understood. Marketers can get ahead of the game by learning how to measure the value of app marketing just in time for the holidays. In this session, attendees will learn:

 How cost per engagement (CPE) can help measure the value of app marketing
 How marketers should prepare for the explosion of app activity during the holidays
 Predictions for how this holiday season will be different
 Why brand marketers should consider incentivized marketing and how more of them are using it

2 p.m. – 2:45 p.m.InterContinental Hotels: Connecting the guest journey through mobile
When booking a hotel stay, the consumer faces many different stages: search, shop and compare, booking, the pre-stay plan, market arrival, property arrival, the actual stay and, finally, checkout. InterContinental Hotels Group recognizes the need for a constant travel companion throughout these stages, which is why it has implemented a mobile plan to cover all bases. The company, which comprises seven brands such as Holiday Inn, Hotel Indigo, Crowne Plaza and InterContinental and boasts more guest rooms than any other hotel chain worldwide, books more than 160 million guest stays annually and understands the importance of staying completely connected to its customers. In this session, attendees will learn:

 Importance of focusing on all stages of the guest’s travel cycle
 How guests are using their phones in each stage of this cycle
 Unique marketing programs being used to address the customers’ mobile needs
 Key considerations for holiday marketing

3 p.m. – 3:45 p.m.Gilt Groupe: Using mobile to keep members coming back daily
Though the flash-sale site has been around only as long as the iPhone, Gilt Groupe has become a poster-child for success in the world of mobile. After only five years, the company has left its beginnings as a strictly ecommerce retailer, now finding half of its daily traffic and more than 40 percent of revenue coming from the mobile platform. Gilt now serves as a role model for those marketers and retailers looking to integrate a mobile-first strategy into their marketing plan. Attendees will learn:

 How mobile works for the Gilt Groupe business model
 The importance of having exclusive mobile features to attract and retain customers
 Personalization as a key initiative for mobile
 What has worked for Gilt Groupe and its members during the holidays

Speaker:
Jason John, vice president of online, mobile and social marketing, Gilt Groupe

3:45 p.m. – 4 p.m.Break

4 p.m. – 4:45 p.m.Cabela’s: Using an omnichannel approach to bring the outdoors to mobileSince its beginnings in a Nebraska kitchen in 1961, Cabela’s has grown exponentially. Today, it is the world’s foremost outfitter of hunting, fishing and outdoor gear, with sales spanning more than 125 countries across the world. Though the foundation of the retailer lies in catalogs, Cabela’s has been stepping out of its comfort zone and expanding where its consumers want it most. After going online in 1998 and becoming the number one outdoor retail site in less than 10 years, Cabela’s aims to find the same success as it now dives into the mobile space. Attendees in this session will learn:

 How to use segmentation to deliver the right product recommendations to the right customer
 Incorporating the foundational pieces of Cabela’s into the mobile strategy
 The importance of reinforcing the focus on omnichannel
 What Cabela’s is doing to surprise and delight Club Visa customers
 The holiday approach on mobile

5 p.m. – 5:45 p.m.American Eagle Outfitters: How a leading specialty retailer taps mobile marketing for holiday engagement and sales
After 35 years in the retail business with a key demographic of 15-25-year-olds, American Eagle knows a thing or two about the importance of keeping up with the times. Under the company’s umbrella lie both the American Eagle Outfitters and aerie brands, which together have a global presence, both online and through franchise stores, shipping to 81 countries worldwide. However, in an age when online existence is no longer enough, American Eagle has joined its fellow retailers and is expanding its mobile presence to reach young customers with programs such as the virtual Style Mixer, in-store scanning rewards and trend updates. This keynote presentation will look into:

 American Eagle’s mobile strategy
 Who is American Eagle’s mobile customer and what are they looking for?
 The retailer’s holiday mobile focus
 Best-practice tips